merged

Factors that contributing Muslims consumers intention to eat at non- halal
certified restaurant: A study at East Coast, Malaysia
Mohd Nazirul Firdaus Bin Said
Dr. Abdul Hafaz Bin Ngah
Bachelor of Management (Maritime)
School of Maritime Business and Management
Malaysia is an Islamic state and the majority population is Muslims. The increase in the
Muslim population has led to an increase in the demand for halal products especially Halal
food. However, there are still many Muslims who eat in non halal certified restaurant.
Therefore, the purpose of this study is to examine the factors of Muslim buying in a
restaurant who does not have Halal logo. By using the Theory Planned Behavior (TPB)
and store image as independent variable with customer’s intention to buy as dependent,
a quantitative approach with purposive sampling was adopted during data collection. A
total of 200 questionnaires have been distributed at East Coast Mall (Terengganu,
Kelantan and Pahang). Analyzing with the smart PLS, the findings show attitude,
subjective norm and also store image have significantly affected to customer intention
but perceived behavior control were not significant. The conclusion is this particular
research will provide further understanding between certain factors that influence the
intention of Muslim consumers to buy food at non-halal certified restaurants.
1570 | UMT UNDERGRADUATE RESEARCH DAY 2018